Let’s face it—nobody wants to receive a mail piece that feels like it was meant for someone else. That’s why segmentation is so important. It’s how we make sure the right message lands in the right hands, at the right time.
At its core, segmentation is about grouping people based on what makes them tick: where they live, what they buy, what stage of life they’re in, and more. The result? Mail that resonates, rather than gets tossed.
Here are a few smart ways to slice your data:
- Demographics: age, household income, geography, etc.
- Behavior: purchase history, loyalty status, response to past campaigns
- Customer Journey: first-timers vs. long-time customers vs. folks who haven’t bought in a while
By tailoring your message to each segment, you not only boost response rates—you reduce wasted spend and get more mileage out of every dollar.
Want an example? Say you’re promoting a service contract. A brand-new customer might need a welcome offer. Someone who hasn’t scheduled in over a year might need a reactivation push. Segmentation lets you speak directly to each group in a way that feels relevant.
At Franklin, we work with clients across industries to turn messy spreadsheets into high-performing mail files—and we’ll even help you find new audiences that look just like your best customers.
Curious how your data could work harder? Let’s take a look together.
